The Ministry of SMEs and Startups said on the 7th that it held "K-Beauty Glow Week in Shanghai" to support the entry of cosmetics corporations with overseas market capabilities into China.
Held over two days from the previous day at the Shanghai Fuxing Art Center, the event brought together 50 domestic small and medium cosmetics manufacturers and brands, including corporations designated as "K-export strategic items" and award-winning corporations from the "K-Beauty Creator Challenge."
China is the country with the second-largest global cosmetics market. With high interest in new products, Korea's small, medium, and indie cosmetics brands view China as a land of opportunity.
The event was prepared to promote the excellence of small, medium, and indie brands and increase their market share in China. It featured a new product launch competition, a popup store showcasing 50 products, and live commerce.
At the popup store the previous day, exhibits and experience zones were organized by categories such as face, hair, and lips. In addition to hands-on experiences, events for local visitors included activities like making personalized souvenirs (goods).
At the competition held that day, representatives from Chinese local institutions and the domestic industry served as judges. Participating corporations will receive preferential benefits in government export support programs.
Kim Hea-kyung also visited the venue, watched the presentations and evaluations at the competition, and toured the popup store space to encourage the participating corporations. She also stopped by the live commerce site to observe a live broadcast featuring a Chinese influencer.
Lee Soon-bae, director-general for global growth policy, said, "K-beauty confirmed its strong competitiveness at the Shanghai event as well, thanks to overwhelming quality and the speed at which it leads trends," and added, "We will work to discover innovative small and medium brand products, expand overseas marketing, and solidify K-beauty's global foothold."